• by Ray Schultz , March 7, 2018

Movable Ink and Persado are collaborating on a service to help brands test personalized content in email campaigns. It relies on Persado’s AI marketing language tools and Movable Ink’s testing and optimization capabilities.  

The objective is to generate effective email content for each customer. 

The solution is now available to clients of both companies.

Movable Ink offers an intelligent content platform to drive personalization, using data from multiple sources.

Persado’s Marketing Language Cloud relies on deep-learning algorithms to generate language that resonates with customers.

With this combination, “marketers could conceivably create one-to-one content -- it just depends on how many copy variations they have generated via Persado,” says Vivek Sharma, CEO of Movable Ink. 

Sharma adds: “While you couldn’t really A/B test one individual since they’ve already seen a variation of the content, what this allows marketers to conceivably do is start optimizing to certain styles of copy and creative for an individual over many campaigns and interactions."

According to the companies, Movable Ink can ingest Persado’s language variations to create experiments that use one HTML image embed code with no required segmentation.

In addition, the new offering provide:

Language Optimization — Persado’s algorithms allow marketers to determine the most effective use of emotions, symbols, formatting, calls-to-action and positioning.

Testing automation — Movable Ink’s platform generates multiple real-time content variations, the company claims.

Efficiency — Brands can reduce the time and effort required to execute effective campaigns.

This package of services has drawn high marks from one client that tried it.

“The combined power of Movable Ink and Persado helps to serve our audiences messages that connect on a personal and emotional level,” states Carrie Gouldin, Sr., product marketing manager at Microsoft.

Movable Ink, citing Forrester research, notes that 78% of online adults in the U.S. have chosen or recommended a brand that has provided a personalized experience or service.

Such buyers are also willing to pay more, it adds.